Lucky Face
La Libanaise Des Jeux
Issue 51 | June 2019
Agency
Impact BBDO Dubai
Creative Team
Chief Creative Officer Paul Shearer Creative Director Tres Colacion Associate Creative Director Giancarlo Rodas Copywriter Simone Milani Art Directors Enrico Motti, Michel Sfeir
Production Team
Developer Muaath Ali Director Jose´ Pacheco AI Engineers, MAIV AI Jorge Alexander, Bjo¨rn Wahle
Other Credits
Senior Account Executive Nay Nseir
Date
2018
Background
Since sales of lottery tickets had dropped down by more than 40%, the task was to grab the attention of young people, so they could engage with the lottery, which they saw as an outdated product.
Idea
A web app was developed that could turn anyone’s face into a unique, six-digit lottery number. Lucky Face allowed a selfie-obsessed generation to use their own likeness for a chance to win a fortune.
Powered by the latest facial-recognition technology and social-media APIs, the generator turned a unique face ID into a Loto combination, compatible with the next draw.
Results
53,138 tickets additional tickets were sold with a 15% increase in website traffic. Free media worth $200,000 gave the idea extra push.
Our Thoughts
As far back as 2014, a spoof article in the American Psychiatric Association identified ‘selfitis’, the obsessive desire to establish one’s individuality through a photo in social media, as a mental disorder. Be that as it may, Google data implies that one in every three photos taken by those aged between 18 and 24 is a selfie.
So, in reaching this audience, Loto Libanais showed they understood them perfectly. As if they needed any encouragement, this idea gives people permission to do something they already want to do but it spares them from feeling narcissistic or shallow.